{"id":9536,"date":"2019-09-16T15:03:57","date_gmt":"2019-09-16T19:03:57","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=9536"},"modified":"2019-09-19T16:34:57","modified_gmt":"2019-09-19T20:34:57","slug":"the-power-of-the-logo-inside-6-successful-redesigns","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/the-power-of-the-logo-inside-6-successful-redesigns","title":{"rendered":"The Power of the Logo: Inside 6 Successful Redesigns"},"content":{"rendered":"

We recently explored the <\/span>future of digital marketing<\/span><\/a> and the innovations and opportunities on the horizon, but there\u2019s still one marketing necessity that has been a constant for more than a century: a memorable and distinct logo.<\/span><\/p>\n

Studies have shown that nearly 70 percent of digital marketers list brand awareness as their top goal, and a logo plays a crucial role in forging connections with customers. Indeed, have a look at Interbrand\u2019s rankings of the best global brands, and we\u2019re certain that you could picture the logo of any of the top-ranked companies \u2013 Apple, Google, Amazon, Microsoft, Coca-Cola \u2013 with your eyes closed.<\/span><\/p>\n

So clearly, companies take a big risk when they change their logos, whether it\u2019s a tweak or a major overhaul. Here are six recent examples of major companies successfully rebranding their signature logos.<\/span><\/p>\n

Uber<\/b><\/a><\/h2>\n

There\u2019s strength in simplicity, and that was a guiding principle when Uber decided in 2018 to ditch the logo it had unveiled only two years prior.<\/span><\/p>\n

After thousands of hours polling users around the world, the ride-sharing company came to a few major <\/span>conclusions<\/span><\/a>: black scored 88 percent favorability, Uber was a household name, and mobile users were wondering where the U went.<\/span><\/p>\n

\u201cOne thing we heard was, a lot of drivers and riders didn\u2019t understand what the symbol was,\u201d <\/span>said<\/span><\/a> Forrest Young, creative director at brand consultancy Wolff Olins, which worked with Uber on the project. \u201cYou\u2019d get picked up by the car and it would say Uber, but it wouldn\u2019t marry with the app.\u201d<\/span><\/p>\n

From those observations, the company\u2019s new logo \u2013 simply its name\u2013 was born.<\/span><\/p>\n

\"uber<\/a><\/p>\n

The custom typography created for the logo was inspired by the world\u2019s best transportation-related signage, like the American Highway Gothic and the German traffic typeface DIN. The company also swapped its all-caps name for title case, which seems more approachable.<\/span><\/p>\n

Ultimately, the new logo is intended to imply movement \u2013 but most crucially, it\u2019s simple and recognizable enough that there\u2019s a practical benefit: eliminating confusion among users trying to spot their ride.<\/span><\/p>\n

\u201cAs we expand our reach into our other markets and modalities, it\u2019s super important that it\u2019s very clear when you\u2019re getting into an Uber car or on an Uber scooter, you know that is an Uber product,\u201d <\/span>said<\/span><\/a> Uber executive brand director Peter Markatos. \u201cWe weren\u2019t achieving that with our current system.\u201d<\/span><\/p>\n

Airbnb<\/b><\/a><\/h2>\n

In July 2013, Airbnb set out to re-imagine their logo. The company hired DesignStudio to embark on what became a year-long project, involving visiting 13 cities across four continents, staying with 18 hosts, and recording every detail of their trips. More than 120 employees at Airbnb\u2019s Bay Area headquarters were also interviewed over three months.<\/span><\/p>\n

\u201cOur creative strategy was informed by the insights we uncovered in the immersion,\u201d read a DesignStudio report on their strategy. \u201cIn particular, we found that when people came into contact with Airbnb they typically have a strong, emotional sense of purpose and affection for the community they\u2019re a part of, yet this spirit wasn\u2019t communicated through the brand.\u201d<\/span><\/p>\n

The result was a combination of four simple symbols: a head to represent people, a location icon for places, a heart to signify love, and an \u201cA\u201d for Airbnb. Named The B\u00e9lo, the new logo was intended to be a symbol of \u201cbelonging,\u201d according to Co-Founder <\/span>Brian Chesky<\/span><\/a>.<\/span><\/p>\n